New Research Uncovers Changing Business Climate for Pool Retailers

ATLANTA, Feb. 14, 2012 /PRNewswire/ -- According to new market analysis by P.K. Data and Swimming Pool Retail Academy, Internet purchases of pool products have increased from 1 percent to 9 percent of all in-ground residential swimming pool products sold in six years (2004 to 2010), representing $288 million in sales. This rapid shift in market share threatens pool retailers disproportionately.

A new series of research reports examining the threats facing the business of specialty pool retailers will be published on www.swimmingpoolacademy.com during the first half of 2012.   

In addition to this nine-fold increase in online purchases of pool products, initial research highlights changes in the traditional customer base of specialty pool retailers:  

• Pool owners are more educated and comfortable with ecommerce. Half of all pool owners are younger than age 55, and nearly half have college degrees (up from 40 percent in 2004).
• 71 percent of pool owners view knowledgeable staff as the leading virtue of specialty stores, yet 72 percent of pool owners now use the Internet as their leading source of information on pool products.  
• 85 percent of pool owners who use the Internet recommend one or more online pool retail sites to other pool owners.

Larry Bloom, co-founder of Swimming Pool Retail Academy  and former CEO of Biolab, Inc., said, "I see this trend as a major consideration for business strategy and planning, as specialty pool retailers may see a significant shift within their customer base. Retailers who are unprepared for the changes ahead could potentially lose 25 percent to 50 percent of their business over the next 10 years."  

About Swimming Pool Retail Academy
Swimming Pool Retail Academy provides consulting, education, and productivity tools for the retail swimming pool industry. Its initial product, How Pools Operate, is a brain-science-based, cost-effective, online swimming pool training course, which includes five hours of training covering six web-based lessons and several tools to help pool retail employees provide better sales and service while improving customer loyalty. Swimming Pool Retail Academy is a business unit of Xmente, LLC, a media and software company focused on better thinking for a brighter planet. For more information, visit www.SwimmingPoolAcademy.com.

SOURCE Swimming Pool Retail Academy